Accenture: Right Tiger, Wrong Medium

• Posted: Monday, March 13, 2006
• |
• Author: pradhana

Brand: Accenture (consulting services)
Execution: TV & Print
Link: Click Here
Target: C-Level Fortune 1000 Executives
Rating: ** (TV) /**** (Print)
Reviewer: David




Description
Accenture takes a successful print campaign and brings it to television - in a huge way. The campaign has 9 spots. Each spot features Tiger Woods playing golf. Most of them show him making impossible shots using skills that are then compared to skills that Accenture can help companies build through consulting or outsourcing.

What Works
This advertising blog has long been a fan of the print campaign that launched this television campaign. One execution in particular (shown above) has Tiger holding the visor of his cap to look at the lay of the green as he is putting. It is a perfect metaphor for focus and one that the golf-aware CEOs who comprise Accenture's target audience will understand perfectly at a glance. Targeted print advertising is also a great way to reach these key targets for consulting business. The television campaign has some funny and memorable moments. It also shows how great athletes, like great businesses do not function on ability alone. In one spot, Tiger's mental calculations are revealed as he shoots for the green. When the shot bounces off the cup and lands two feet away Tiger exclaims, 'I forgot to account for the rotation of the Earth!' It is one of the best moment of the campaigns as it simultaneously makes us laugh and reinforces the branding message for Accenture. "

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